​StockX makes first move into beauty with Revlon x Megan Thee Stallion collab

By

Robin Driver

Published
Jul 28, 2021

New York-based cosmetics brand Revlon and Texas-born rapper Megan Thee Stallion are launching their limited-edition Hot Girl Sunset Collection via online marketplace and resale platform StockX’s DropX direct-to-consumer (DTC) product release model. The four-piece makeup collection is the first selection of beauty products to launch in this way and signals StockX’s debut in the category.

 
Sold as sets of four products, the collection includes a 10-shade face and eye palette inspired by the colors of the sunset, faux lashes, gloss, and a makeup bag embossed with the words “Hot Girl,” available in either hot coral or orange. The collection’s packaging also includes an anime-inspired image of Megan Thee Stallion wearing a cowboy hat and toting a fantastical sword.  Prices for the sets start at $40.
 
Megan Thee Stallion has been Revlon’s brand ambassador since August of last year, but this is the first product collaboration to come out of the partnership. The collection is therefore a hotly anticipated release and, with only 450 sets available, is sure to sell out quickly when it goes on sale at 12:00 PM EST on Wednesday, July 28.

“We knew immediately that StockX was the ideal platform to launch this one-of-a-kind collection with Megan Thee Stallion," said Revlon GM Chandra Coleman Harris in a release. “Given the palpable excitement around Megan, we wanted an unexpected launch model to match it. StockX is at the center of culture so the synergies between our brand DNA, her fans, and StockX's dynamic marketplace aligned perfectly.”
 
This kind of hyper-limited-edition, exclusive drop is exactly the kind of launch StockX had in mind when it launched DropX as a complement to its existing IPO model in mid-2020. And the fact that Megan Thee Stallion is currently one of the buzziest performers around only helps to further cement the platform’s status as a destination where shoppers can find products that are both exclusive and relevant.
 
As for the platform’s entry into beauty through the launch, it follows on from a series of successful category expansions for StockX. Founded as a sneaker resale marketplace in 2016, the platform has since moved into streetwear, handbags, watches, collectibles and, most recently, electronics.
 
Indeed, the exploration of new categories is, alongside international expansion, a key strategic priority for the platform. Upon closing a funding round that valued the company at $3.8 billion in April of this year, StockX told CNBC that its “focus right now is on global expansion and category diversification, while continuing to grow our core business.”
 
The company, which employs more than 1,000 people in 14 offices and authentication centers around the globe, currently serves over 200 countries and territories.